INTERNATIONAL MARKETING PLANBud Light Lime

International MarketingJohnson & Wales University- North Miami Campus

Defrizto CantonAnthony Roberts, Jr.

Lamar Walters

Outline

Background of Anheuser-Busch Bud Light Lime Analysis of Mexico Market Promotion Trade Barriers Labeling Requirements Questions

Background of Anheuser-Busch Founded in 1852 Anheuser-Busch headquarters: St. Louis,

Missouri 30,849 employees Anheuser-Busch brands: Budweiser,

Michelob, Rolling Rock Natural Light Budweiser and Bud Light, the two largest-

selling beers in the world $16,685.7 Million (FY2007), an increase of

6.2% over FY2006

Background of Anheuser-Busch

Anheuser-Busch Vision: Through all of our products, services and relationships, we will add to life's enjoyment.

Anheuser-Busch Mission: Be the world's beer company Enrich and entertain a global audience Deliver superior returns to our

shareholders

Background of Anheuser-Busch

Anheuser-Busch Values: Quality in everything we do Exceeding customer expectations Trust, respect and integrity in all of our relationships Continuous improvement, innovation and embracing change Teamwork and open, honest communication Each employee's responsibility for contributing to the

company's success Creating a safe, productive and rewarding work environment Building a high-performing, diverse workforce Promoting the responsible consumption of our products Preserving and protecting the environment and supporting

communities where we do business

Bud Light Lime

Introduced: April 28, 2008 Beer Category/Style: Premium Light –

American-style light lager that combines the superior drinkability of Bud Light with a splash of 100 percent natural lime flavor.

Taste Profile: Light-bodied brew with a delicate malt sweetness, clean, crisp finish and the taste of a fresh squeezed lime for ultimate refreshment.

Bud Light Lime

Ingredients/Brewing Bud Light Lime is brewed using premium grains,

subtle hops and a natural lime flavor. How to Serve

Bud Light Lime tastes great cold, straight from the bottle

Pairs well with spicy, grilled meats and fresh fruits and vegetables.

Offers adults the citrus taste, expected from a fresh squeezed lime, without a trip to the produce aisle.

Analysis of Mexico Market

Population of 109 million people Three main ethnic groups; most of them

being Mestizo which is Amerindian-Spanish. That ethnic group accounts for 60% of Mexico’s population

Nearly 77% are Roman Catholic Collectivist society Hierarchical society

Analysis of Mexico Market

Primary Target Market 18-24 Years Old College Grads & Students Trendsetters Frequently attends partiers and

social gatherings Large social network Young Professionals

Analysis of Mexico Market

Secondary Target Market 25-40 Years Old Professionals with Established

Careers Higher Income Bracket Attends occasional partiers

and social gatherings Influential to friends, family Belonging to large social

networks

Promotion

Television Advertisement through TV Azteca

Near national coverage, mostly via over the air TV, cable TV

Soccer Team Sponsorship & Advertisement

Tournament Nightlife/Bar Sampling Beach Lake Promotion Magazine Advertisement

Trade Barriers

Member of the North American Free Trade Association (NAFTA)

Alcoholic beverages subject to15% value tax

4.2% alcoholic content, a 25% special tax

Labeling Requirements

Name/brand name of the product Type of product (e.g. wine, malt beverage, etc.) Net content (in metric units) Country of origin (e.g. “Producto de ______”) Name/company name and address of the importer Alcohol content (followed by “% alc. vol.”) Lot number Warning statement which reads: “El abuso en el consumo de este producto

es nocivo para la salud” [Abuse of this product is hazardous to your health], as per Article 218 of the General Health Law

Beverages that contain aspartame must include the following statement: “Fenilcetonúricos: Contiene fenilalanina".

Specialty products and cocktails must include a list of ingredients, to be included directly after the term “Ingredientes:” -- these must be listed in the decreasing order of their percentage of the product's total composition

The name, type, and content of the product must be on the principal label of the product.  All other information may be placed on any other label.

Labeling Requirements

Importation Declaration (Pedimento de Importación) Commercial invoice -- must include issue date and place,

name and address of the consignee, detailed listing of goods (including quantities, types, identification numbers, unit value, etc.), and name and address of supplier

Bill of lading or Airway Bill of lading Sanitary import notice (to be done on company letterhead,

and which should contain the name of the product, quantity, name and address of the producer, name and address of the importer, the port of entry, and the applicable import tariff numbers.  The letter should be addressed to the Secretaria de Salud [Ministry of Health])

NAFTA Certificate of origin (as applicable), in order to obtain NAFTA tariff benefits

Certificate of Free Sale

JUICY TWIST COMMERCIALSUMMER’S NOT GONE

Commercials

QUESTIONS